Lazr Prepares for Show Debut

As final preparations are made for the inaugural Lazr Tradeshow, to be held Aug. 13-15 at L.A. Live in Los Angeles, organizers said they’re aiming to bring a creative approach to trade shows. Among the ideas is a dedicated business-to-consumer area.

The show will feature pop-up shops from Seychelles, Alegria Shoes, 34 Minutes Shoes and Los Angeles boutique Brigade. Organizers said they are also in talks with Clarks and Lulu.com. Los Angeles radio station KIIS-FM will have a booth at the event, where DJs will spin music.

“This is not going to be a stuffy convention center,” said account executive Kelly Croteau. “We’re trying to not have this be just a trade show. We want it to be an event.”

Croteau added that while the pop-up area won’t be open to the general public, about 2,000 tickets would be given away to invited consumers to shop the show.

On the exhibitor side, 75 brands and companies have bought space so far, including Seychelles, Marc Fischer, Michael Antonio and Titan Industries, according to show director John Ruffo. Croteau said she is in talks with 10 additional brands, and the exhibitor roster could grow to as many as 100 brands by show time.